NICHE TOURISM

BY DIAN PUSPITA SARI

 What is Tourism?

• World Tourism Organization (WTO) definition of tourism:

“Tourism is a social, cultural and economic phenomenon which
entails the movement of people to countries or places outside
their usual environment for personal or business/professional
purposes. These people are called visitors (which may be
either tourists or excursionists; residents or non-residents) and
tourism has to do with their activities, some of which imply
tourism expenditure.”
What do you think of this definition?
Tourism is the world’s third
largest export category

• By region, the Middle East led

growth in receipts, as some
destinations rebounded strongly
after weaker results in 2016.
• By subregion, growth was
significant in South Asia and
South-East Asia, as well as in
Southern Mediterranean
Europe and North Africa.
 UNWTO Tourism Highlights (2015)
Long Term Outlook:
• International tourist arrivals worldwide are expected
to increase by 3.3% a year from 2010 to 2030, to
reach 1.8 billion by 2030

Question:
What is needed to increase
tourist arrivals?
 What is Niche Tourism?
• Your ideas?

Source: (Novelli, 2005)

What is Niche Tourism
• It is not “mass tourism”
• “…[A] large scale phenomenon, packaging and selling standardized
leisure services at fixed prices to a mass clientele.”(Poon, 1993)
• Niche tourism may appear to tourists to be an intimate or amateur
product, but it is based on sophisticated marketing techniques
E.g., Eagle-Eye Tours Birdwatching
Niagara Niche Tourism Example
Article Linked Here
•
Bali Academy of Underwater
Photography
:http://baliuwphoto.com/

Lonely Planet : Shopping in

Indonesia:
https://www.lonelyplanet.com/ind
onesia/shopping/a/poi-
sho/356546
Think of a Niche Market

• As a section of…
• A part of…
• A sub market of…
• A larger market of potential customers
• A specialization
• Not mainstream, but rather special
interest
 Consider the
following
questions
• What are the
benefits of Niche
Tourism? Consider
local cultures,
economies and
environments.
• What makes for
responsible
tourism?
What is Adventure Tourism?
Adventure Tourism
• Based on what you now know that adventure tourism is (and is not),
what examples of genuine adventure tourism do you know?
• Can you describe an example of adventure tourism in your
hometown/region?
 • There are two main categories of
adventure activities
Hard vs. Soft • The UNWTO recommends identifying a
Adventure trip based on its primary activity.
Tourism • ** It is noted in this document that both
types of adventure tourism are very
lucrative
C L A S S I F I C AT I O N
OF ADVENTURE
ACTIVITIES FROM
T H E AT TA
(ADVENTURE
TRAVEL TRADE
A S S O C I AT I O N )
UNESCO
• According to the United Nations Educational Scientific and Cultural
Organization:
• Global cultural & heritage tourism is growing by an unprecedented
rate of 15 % per year
• This market targets travellers interested in experiencing authentic
culture & heritage of the visited country
Culture & heritage - music, songs, traditional dress to represent Canadians
World Food Travel Association

Previously used the phrase Food tourism includes drinks as

“culinary tourism” well

Research from 2016 Food Travel

Travel can be across town or to Monitor proves that 93% of
another country- you can be a travelers can now be considered
food traveler in your hometown food travelers. (This includes all
activities outside of dining out)
What is Culinary Tourism?

culinary art
associated
with culture

refined/
fine food
& drink
Erik Cohen, in Authenticity
1. existential, 2.
and Commoditization in
Tourism, offers a typology of
tourists based on their
experimental, 3.
experiential,
4. recreational,
What does
Typology of
and 5. diversionary
concept and concern with tourists
authenticity:

Culinary
Valene Smith, in Going
Places, outlines a typology of
1. ethnic, 2.
cultural, 3.
Tourism
tourists based on aspects of
explored culture and on the
motivations of the tourist:
historical, 4.
environmental,
and 5. recreational Mean?
The best explanation is by
Lucy M. Long
• She says that…
• “Culinary tourism is a theoretical
framework for analyzing the role of
food in tourism.."

• “It is voluntary and consciously

contains an element of curiosity—that
is, people eating out of choice, not only
physical need.”
What are people’s attitudes toward eating out?

1.

2.

3.

4.
Meeting the needs of Travelers by positioning your Culinary Experience
in the right spot in the International Marketplace
 Indigenous Tourism

Other Growing Cannabis Tourism

Niches to
consider in Alcoholic Beverages
Canada and
Abroad Dark Tourism

Sports Tourism
• https://www.youtube.com/watch?v=0Lud6xAWN_c